Monetization Strategies For The Fantasy Gaming Freemium Model

I’m an advocate for the freemium model specifically within the fantasy or manger gaming on mobile.The challenge with fantasy games is that much improvement can be accomplished to make the experience as native and personal as possible.   

History of Fantasy

The fantasy pool genre ranging from football to other North American sports has been around for a while. The internet had already began to produce NHL fantasy pools by 1996 to which I participated with great vigor. Now American football and soccer have paved an entire wave of soft betting with heavy cadence on skill to win a group pool among friends or up to a limitless amount of people.

Game Dynamics

While game dynamics include the same type of management skills one would imagine if they were the general manager of the team, point systems based on players have been skewed or can be skewed to the most minute difference makers in order to beat rivals. Some may take the strategy of combining players from different teams in order to yield the maximum positive outcome if a team of starters performed well. At what point can the gamification of fantasy become too fantasy? The inclusion of a virtual economy resonates well among hard core users as a first round batch can be recovered in some capacity if only the same opportunities are presented to others. The waiver wire order on who can receive the first available player still applies, but to earn that extra boost on any number of in game advantages, leads to the topic of monetization.

Monetization

In recent years, monetization across the general gaming market has ramped up to excess and the biggest pitfall to in app purchases is the non-contextual and non native intrusiveness of ads. The main reason for the inclusion of rewarded ads is that it can represent up to 30%-50% in additional revenue outside of in app purchases. There is no real need to classify a game as being premium or freemium if ads are so native that their presence is not a hindrance to game play, but more of a gateway to an enhanced experience. In general, the monetization of games has taken this path, whereby user initiated video for a free boost provides a small amount of virtual currency in return for watching an ad versus having to take out your wallet and spend.  The increase in video ad spending by device has increased by almost 300% since 2014. Furthermore the increase in mobile traffic is almost as proportional in growth. Pricing across various markets has remained relatively stable with the option to pay on a cost per completed view basis and or even on a post action such as install. Performance based metrics apply while managing an environment that is premium enough for brands outside of gaming to be enticed to pay on a CPM basis with higher impact formats. At any rate, monetization from a publisher standpoint needs to be controlled in order to keep users engaged within the game dynamics.

NBA General Manager is a fantasy game that Todo Mobile has managed across various international markets.

Monetization

In recent years, monetization across the general gaming market has ramped up to excess and the biggest pitfall to in app purchases is the non-contextual and non native intrusiveness of ads. The main reason for the inclusion of rewarded ads is that it can represent up to 30%-50% in additional revenue outside of in app purchases. There is no real need to classify a game as being premium or freemium if ads are so native that their presence is not a hindrance to game play, but more of a gateway to an enhanced experience. In general, the monetization of games has taken this path, whereby user initiated video for a free boost provides a small amount of virtual currency in return for watching an ad versus having to take out your wallet and spend.  The increase in video ad spending by device has increased by almost 300% since 2014. Furthermore the increase in mobile traffic is almost as proportional in growth. Pricing across various markets has remained relatively stable with the option to pay on a cost per completed view basis and or even on a post action such as install. Performance based metrics apply while managing an environment that is premium enough for brands outside of gaming to be enticed to pay on a CPM basis with higher impact formats. At any rate, monetization from a publisher standpoint needs to be controlled in order to keep users engaged within the game dynamics.

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